Advertising Campaign

Advertising Campaign 0
Advertising
Campaign
Qantas Airlines
Student’s Name
4/2/2019

Advertising Campaign ` 1
Client Name
The client for the advertising campaign is Qantas Airlines and the advertising
campaign name as “We are just a mile apart”.
Background
The advertisement has evolved from the printing press in the 1440s to the world full
of web. It has developed vastly and has helped the companies to persuade and inform the
consumers in a better way. The advertising has taken a crucial place in all the companies for
sustaining a positive image and increases the sales of the company (Bellin, 2016).
Qantas has grown to be the largest domestic and international airline founded in the
year 1920. It is registered as the Queensland and Northern Territory Aerial Services Limited
(QANTAS). The brand is well recognized for leading long distance airline and strongest
brand in Australia. The brand is well known for its operational reliability, customer service,
maintenance, and engineering (Qantas, 2019).
The advertising campaign is designed to promote love and affection towards the
family’s and welcomes the different cultures in just a mile. It symbolizes that Qantas will
make you reach to other countries in just a mile. The campaigns convey the message that
distance does not matter when Qantas is here. The plan will cover the advertising strategy
and objectives, target audience, USP, competitors, marketing strategies and the budget
(Florido-Benítez, 2016).

Advertising Campaign ` 2
Marketing objective
The objective of the campaign is to increase international flights by 20% and deliver
satisfaction to the customers by providing a luxury experience. The goal is realistic because
the population of Australia loves to travel and have respect for the culture of other countries.
The employees at Qantas have agreed to increase the sales by 15 % and achieve 70 % of the
objective within 3 years.
Marketing Strategies
Product
The product of the campaign will include the promotional video that will create
awareness of the brand and will promote its message. The product will include a wide range
of services and amenities provided by Qantas. It will showcase a wide variety of cuisines and
the personalized services offered by the brand (Tugores-Garcia, 2012).
Pricing
The pricing of the campaign will be high because it will cover various cost i.e.
Production, campaign development, research, uses of different advertising tools will increase
the budget of the campaign (Tugores-Garcia, 2012).
Place
The advertisement campaign will cover the entire domestic and international countries
to increase sales and target a wide range of audiences (Florido-Benítez, 2016).
Promotion

Advertising Campaign ` 3
The promotion of the brand will be done through online and traditional advertising
tools. The campaign will be promoted also by using personal selling and sales promotion
techniques (Florido-Benítez, 2016).
Target Audience
The campaign is designed to promote international flights and target the audience who
loves to travel and experience the diverse culture of different countries. The segmentation is
described below:
Demographic
The economic condition of the Australian economy is good and the consumers have
high purchasing and consumption power. The average income of the consumer ranges from $
20,000 to $ 40000.
Geographic
The local people of Australia prefer different cuisines and have a luxurious experience.
However, Qantas focus on catering to the needs of the customers and has designed an
innovative combination of hotel and travel (Tugores-Garcia, 2012).
Psychographic
In Australia, the trend of luxury life and healthy food is increasing which develops the
need to deliver a luxurious experience to the population. Qantas will focus on delivering a
luxurious experience with high-class amenities and safety to the customers. It welcomes
diversity and respects diverse cultures (Massola, Kenny & Aston, 2014).